PURCHASE, NY: Pernod Ricard, through its lead brands Chivas Regal Scotch, Stolichnaya Vodka, and Malibu Rum, is sponsoring a Hispanic community-based cause initiative, Espiritu de Progreso Latino, to provide job training and other skill-set programs for Hispanics, through nonprofit organizations in New York and Los Angeles.
Launched January 15, Espiritu Latino de Progreso seeks to differentiate itself from the usual, high-profile cause initiatives, and instead focus on the untapped market of Hispanics, who would probably not be targeted by more ...